With email marketing on the rise a growing number of not for
profit organisations are collecting vast amounts of email addresses, however
very often postal addresses are not provided by individuals. So how do you add
a postal address to your email database?
Well it is now possible to perform an email append in reverse
allowing you to add postal addresses to your database.
One of the main issues faced by fundraisers is how to
segment email address data and profile the supporters within the email database. If
your data does not contain postal information this makes it difficult
to enrich the data with demographics such as date of birth or MOSAIC.
So how can you enrich your data with variables to
enable segmentation or profiling to take place? Reverse
email append will add postal addresses to your data, you are then able to perform data
enrichment of any required demographic or lifestyle information at a supporter
or household level.
Not sending the right email message to the right supporters
at the right time leads to increased email unsubscribes. Segmenting and
profiling your data will help to reduce the unsubscribe rates by sending more
relevant messages, which in turn improves not only the volume of responses but
also the quality of those responses.
Email marketing has proved to be a cost effective
method, especially in the not for profit sector where resources are stretched,
email marketing can make a significant impact. However, traditional postal
direct marketing still has its part to play. It is much more tangible than
most email marketing campaigns and traditional methods are proving more
effective as supporters look to build relationship with their chosen
charity. By enriching your email data
with postal address information you are also able to access many data
cleansing processes. You can track movers, identify goneaways and deceased
individuals within your data and ensure budget is not wasted, your charity’s brand
is protected and your response rates improved.
For more information on reverse email appending contact the AdvantageNFP team on 01582
794229 or by emailing Marketing.
